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Social media 101
This document provides an overview of using social media for B2B marketing. It discusses how social media allows businesses to connect directly with customers and prospects through content and conversations. Key platforms covered include LinkedIn for professional networking, Twitter for real-time news and discussions, blogs for sharing expertise, Facebook for building communities, and YouTube for education. The document emphasizes starting with objectives and strategies before tactics. It also stresses the importance of listening, engaging authentically, and measuring results over time.
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Social media 101
- 1. Social Media 101:B2B Molly Borchers [email protected] @MollyBorchers & MollyBorchers.com
- 2. The Old Way YOUR ORGANIZATION
- 3. The New Way YOUR ORGANIZATION
- 4. Marketing Trends Shift in focus from outbound to inbound marketing Outbound = telemarketing, tradeshows, direct mail, email blasts, traditional advertising Inbound = Permission-based via social media, blogging, search engine marketing Content is the key to inbound marketing Content curation Social media places content where customers and prospects are looking Social media is heavily favored by search engines Without an active voice in social media, the brand is defined by others
- 5. Managing the B2BBrand Social media provides another strategic tool to reach these types of goals: Better engaging media, prospects, customers Finding additional avenues to market your views, products and culture Establishing the business as a thought leader on a subject Understanding what the market is saying about your products Potential benefits from creating a social media hub as part of an effective social media campaign include: A boost in online traffic to website Word-of-mouth referrals Increased brand awareness among customers, prospects, media, partners Increased brand loyalty
- 6. Social Media +Media Relations = <3 Relationship building New touch points New avenues of research SEO
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- 8. Top 4 ThingsSocial Media Can Do For Your Business Extend your current marketing plan Drive business development Find passive recruits/prospects Improve your customer service
- 9. Top 5 SocialMedia Mistakes Just having a profile (usually incomplete) Self-promotional spamming Assuming social media replaces networking Thinking others will flock to you Not being able to handle negative comments
- 10. First Things First Who are the People you’re trying to reach? What are your Objectives? Does social media fit as a Strategy? Which social Tactics make the most sense? (Forrester’s P.O.S.T. model)
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- 12. Social for Business LinkedIn Twitter Blogs Facebook YouTube
- 13. LinkedIn is the most professional of all the social networks The median age of LinkedIn users is 41 All Fortune 500 companies are represented on the site
- 14. LinkedIn Facts LinkedIn is the oldest of the social sites in this presentation There are more than 70 million users worldwide, with 12 million unique visitors to LinkedIn per day 80% of companies use LinkedIn as a recruitment tool A new member joins LinkedIn every second
- 15. LinkedIn Best Practices Complete your profile. Add a photo, not a business logo Upload your email contacts Think quality not quantity Always send personalized notes to connect Stay top of mind with smart status updates
- 16. Next Level Tips Boost your company website and blog URLs with keywords as the linked text Impress and attract prospects and customers with smart group participation/ leadership Demonstrate expertise via Q&A contributions
- 17. How Can itWork for Me? Of all social sites, LinkedIn is best at helping to open doors for you and your business… But it’s up to YOU to continue these business relationships in real life.
- 18. A top three social media vehicle A business and communications tool for 110 million active users including: Consumers Professionals Employees Volunteers Media Brands Elected officials
- 19. Twitter as SearchEngine The world’s fastest-growing search engine Twitter search volume is up 33% since last year Twitter has 24 billion searches per month By comparison… Yahoo has 9.4 billion searches per month Bing has 4.1 million Google has 88 billion searches per month
- 20. Twitter as NewsSource News is happening first on Twitter Great way to get the headlines before they even hit the newswires Find out what is happening in your industry or local community right now
- 21. Why Twitter? Twitterhosts the same business conversations we’ve had for years over coffee, golf or a board room table – but now it’s in a format that allows more than two people to listen, learn and benefit
- 22. Twitter for Business Monitor for leads and prospects Trend on Twitter by using #hashtags Participate in Q&A Search for and share content Increase web site traffic Build B2B awareness Engage with customers Deliver exceptional customer service
- 23. Next Gen Tips Use Tweetmeme to track hot trends, see most- Tweeted links Create visual graphs of hot trends over time at Trendistic Use Hootsuite to post and track your content and its impact Use Chatterscope to compare your results vs. competitors over time
- 24. Blogs Matter 77% of Internet users read blogs, according to Universal McCann 70% of bloggers are talking about brands 46% of respondents post about the brands they love (or hate) 38% post brand or product reviews Corporate blogging accounts for 14% of blogs 89% of journalists conduct research on blogs 72% of bloggers blog to share expertise 61% of bloggers supplement their income by blogging
- 25. Would Blogging Workfor Me? Company branded blog vs. guest blogging Focus on sharing insights and information Minimal self-promotion Keep content relevant to your audience Feature diverse employees, not just execs Update regularly
- 26. Relaxed, multimedia interaction opportunity Brands are welcome Wide demographic use Real-time access to brand/company supporters 700 million users
- 27. How Can itWork for Me? Company page vs. groups vs. community pages Share advice/counsel Create a content calendar Connect with the community Address service issues in a fair, quick manner
- 28. Next Gen Tips Set community expectations Provide cohesive branding Be up to date Live authenticity Participate in dialogue Enable peer-to-peer interactions Foster advocacy Solicit a call to action (Jeremiah Owyang, Altimeter Group)
- 29. More than funnyvideos: Education opportunities Awareness/loyalty building Exceptional search engine benefits Measureable results
- 30. Facts about YouTube YouTube receives more than 2 billion viewers per day YouTube is the second largest search engine, with 3.9 billion searches per month YouTube uses the same amount of bandwidth as the entire Internet used in 2000
- 31. How Can itWork for Me? Educate Demonstrate and simplify complex concepts Provide useful tips and how-to information Showcase your expertise Be interesting!
- 32. Next Gen Tips Brand your channel Populate with existing videos Share and aggregate relevant content from others Use keywords as tags on each video Remember to include a call to action/web address Promote your video links across other social networks Embed your YouTube videos on your website, too
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- 34. Strategy First Listen to the conversation Review and analyze learnings Engage if and when it makes sense Commit to 30 minutes per week Monitor and adjust efforts Measure results
- 35. Top 5 HotTrends 1. Geolocation 2. Mobile everything (apps, ads, payments) 3. Group buying / social shopping 4. Social media policies 5. SEO (keywords/tags are everything)
- 36. Best Social MediaResources 1. Smart Brief on Social Media 2. AllTop 3. Delicious 4. Mashable
- 37. How it AllFits Together
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- 39. Final Thoughts P.O.S.T. Be willing to let go of total control Balanced Content Monitor. Test. Adjust. Repeat. Social media is not solely a marketing function Integrate social media vehicles for optimum SEO Embrace 1 to 1 interaction with your audience
- 40. Questions? [email protected] @MollyBorchers MollyBorchers.com For slides and resources: http://www.slideshare.net/mollyborchers
Editor's Notes
- #37 LARA